University of Vaasa - Vaasan yliopisto

Management) that starts to contemplate the needs and concerns of all the
stakeholders that interact with the organization.
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The third generation of the quality movement rises that way. It is a generation based
on the inclusion of the socio-environmental variables in the current models of
organizational management. Jonker (Jonker , 2002), Van Marrewijk (Van Marrewijk
et al. , 2004) and Waddock & Bodwell, (Waddock et al. , 2002) indicate that the
changes in the organizational administration systems should begin for the changes in
the structural pillars of the organization (values, foundations, vision, mission),
transforming, thus, the organization as a whole, defining new work means, new
objectives and goals, as well as new evaluation tools that include the evaluation of
the socio-environmental factors. This idea is reinforced by Castka (Castka et al. ,
2004) for who any model of change of the management implemented in the
organization should be took as a change in the organizational philosophy that should
include all the existent processes in the organization.
Through this evolution, it is explicit the need of expansion from the quality concept
(TQM) to a larger concept in what could be appraised the relationships of the
organization to the environment and society. But it is pertinent to do the question
regarding the form how would be implemented the insertion of these new socioenvironmental
variables in the organization management.
Both Karapetrovic (Karapetrovic , 2003) and Dale & Wilkinson (Wilkinson et al. ,
2001) refer to the existence of a varied range of researches and works focused in the
analysis of different ways of passage from the second to the third quality generation,
indicating the need of integration models definition capable to help the organizations
in the implementation these new forms of administration.
Dale and Wilkinson (Wilkinson et al. , 2001) demonstrate the existence of two
possible ways of passage for the third quality generation. The first of them happens
through the integration of the different administration systems in a great and
integrated administration system that consider equally systems of quality,
environmental, health and safety among others. The second one happens through the
expansion of the concept TQM, to which would be incorporated the socioenvironmental
factors, through the satisfaction of the needs of all the stakeholders
and not only of the customers.
Karapetrovic follows the same train of thought of Dale and Wilkinson, indicating
that this passage for the third quality generation can happen through two different
roads to which the quality concept is associated.
Karapetrovic defines quality as the ability the organization possesses to satisfy the
customer. Analyzing this definition, Karapetrovic indicates that the first step in this
evolution happens when the organization do not tries only to satisfy its customer but
all the other stakeholders that are related to the organization. The second step
happens due to a change in the ability of fulfillment of the costumer’s needs - this
ability passes from a simple fulfillment of the needs to a fulfillment of these same
needs with excellence. (See Figure 2)